Conversions are the most pressing concern for email marketers

Written by
Deborah Bates
Thursday, 17 May 2012 00:00

Email marketers have shifted their concerns from click rates and deliverability to improving conversions, according to a new survey.

The latest installment of the Direct Marketing Association (DMA) National Client Email report has indicated that conversions are now the main concern amongst email marketers, with click rates, deliverability and ROI trailing in second, third and fourth respectively.

Reacting to the results for thedrum.co.uk, DMA email marketing council chair Dela Quist pointed out that concerns surrounding click rates and deliverability had dropped by over a third since 2010.

She added: "Conversion and the revenue that results from it is now the most pressing priority, particularly for B2C businesses. That suggests marketers are coming round to what we've been saying for some time now - that the end result is where we need to be focusing our attention and our resources if email marketing is to continue maturing."

Dma.org.uk report that internal resource was voted as the biggest barrier to improving an email marketing campaign. 38 per cent of those questioned cited poor internal resources as a barrier to progression, whilst 26 per cent said their budget was the biggest hurdle they had to overcome. Over a quarter of the survey's respondents were able to bypass this barrier by outsourcing their email marketing to a specialist agency.

90 per cent of those questioned in the survey claimed that email marketing was important to their business, whilst 63 per cent said they would look to increase their spend on email marketing in the near future.